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This booklet analyzes the tactics and strategies employed, by the Zapatistas and, in particular, Marcos, to court the diverse sectors which constitute Mexican civil society and to maximize their international profile. The Zapatistas have shown us how the dangerous tiger that is the media can in fact be to some extent tamed, mounted, and ridden in the direction one wants—even by a highly astute left-wing guerilla movement. How have the Zapatistas, as opposed to some of the 30 other armed struggle indigenous groups in Mexico, managed to consistently grab the media spotlight to become a worldwide symbol of opposition to Neo-Liberalism and the spread of global capitalism.